📍 Positioning vs messaging vs copywriting

Positioning. Messaging. Copywriting. Same thing? Not quite.

They’re related, but confusing them is a common (and costly) mistake.

Here’s the quick breakdown:

• Positioning = where you fit and why people should care

  • Example: you’re writing a book, positioning is your genre.

    
    

• Messaging = what you say and how you say it

  • Example: In your book, it is the big idea behind the story

    
    

• Copywriting = the words that bring it all to life

  • Example: In your book, the words that make you want to read on

    
    

If your website or offer feel off, it’s probably a positioning problem.

If your content sounds scattered, that’s a messaging issue.

If no one’s clicking or buying, copywriting might need work (though check the positioning and then the messaging first!)

Examples? Let’s say you’re opening a pizza shop.

🌜 “Saucy After Hours” - The late-night slice:

Positioning: Only wood-fired pizza open past midnight.

Messaging: “You’ve had a long night. You deserve pizza that actually tastes good at 2 AM.”

Copy: “Soggy drive-thru burgers at 1:52 AM? Nah. Grab a wood-fired slice before last call.”

💚 “Pizza My Heart” - the purpose-driven pie:

Positioning: Organic ingredients, giving back to food insecurity programs.

Messaging: “Pizza with purpose - because good food should do good”

Copy: “Every slice makes a difference. Try our fan-favourite truffle mushroom pizza and give back with every bite.”

Same product. Totally different strategy. Your words should reflect that.

A few common mistakes:

❌ No clear positioning → “I help businesses grow.” (Yawn.)

✅ “I help indie retailers in Yorkshire grow on Instagram without chasing trends or paid ads”. Be something nobody else can be, say something nobody else can say.

❌ Inconsistent messaging → polished website, meme-heavy IG, robotic emails

✅ One tone, everywhere. Everything sounds like it is by the same person.

❌ Clever > clear → “Your workflow, but make it seamless!”

✅ “Track projects, invoices, and emails all in one place”. People often say “it is like you’re reading my mind!” when your copy is right.

How to fix your positioning, messaging, and copywriting:

• Positioning: What’s your niche + differentiator? Put it on your homepage.

  • Action step: Fill in the blank → We’re the only [type of business] that [unique differentiator]. Now, check your homepage. Does it match?

    
    

• Messaging: Pick 3 key phrases your brand should always communicate.

  • Action step: Write three phrases you want your audience to associate with your brand. Make sure they show up on your homepage and about page.

    
    

• Copywriting: Make sure your site actually sounds like you and supports the above.

  • Action step: Pick one key website element - your homepage headline, about page, or service page - and rewrite it to reinforce your positioning.

    
    

Go positioning-first if you’re in a crowded space and need a clear differentiator. (Your homepage should make it instantly clear why you’re the best choice.)

Go storytelling-first if your brand is built around a belief, movement, or emotional connection. (Your about page should feel like a manifesto, not corporate fluff.)

Positioning, messaging, and copy all often evolve over time. Customer preferences change, as do your own preferences and experience levels. It is important we stay up-to-date.

How this need to evolve has applied in my own business:

• I realised around 5 years ago I didn’t really like working with product businesses so I shifted my positioning to be a service-business specialist.

  
  

• I am currently shifting messaging slightly from reclaiming time to more specifically helping entrepreneurs build “calm” businesses. It feels more in line with what I enjoy and what I am best at - building calm businesses that are highly profitable, very low stress to run, and give you lots of free time.

  
  

• Today in this very email I am making a copywriting-type change to trial a new feature to show people the benefits of a calm business - that is the point of the new “What I did instead” section. No accidents, strategy.

When positioning, messaging, and copywriting work together, your brand clicks for people and your audience “gets it” instantly. Conversions become easy.

You convert through clarity and alignment. You make the right people feel seen, you invite them in, you show them what’s possible and how you can help - that’s how trust becomes revenue.

How would you like to evolve your positioning, messaging, and/or copywriting?

This post was heavily influenced, only slightly adapted, from an excellent article I read last week by Stacy Eleczko. I highly recommend you check out Stacy Eleczko and read the article.

A Pizza My Heart, I’d try it

P.s. when I asked ChatGPT to give me names for pizza places for each positioning type, it definitely excelled at pun-y names for purpose-driven/eco pizzerias. Honourable mentions go to Earth, Wind & Flour, The Crust Fund, and Lettuce Turnip the Beet Pizza Co.

💡 Quote I'm pondering

"Comfort has killed more dreams than daring ever did - risk can be dangerous, but routine can be deadly ” - Ian Arber

Risks are necessary for progress, but should be calculated. Without risk, you and/or your business will fade into obscurity.I rarely begrudge a person I work with for trying something new once in a while, but I will begrudge someone for resting on their laurels.

This point came from my newsletter Work Smart Wednesday, if you would like to read the other related points I made in that email you can find it here: https://worksmartwednesday.substack.com/p/work-smart-wednesday-april-23-2025

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